Faithless Push The Boundaries With Fiat

Written by Manu Ekanayake Monday, 09 August 2010 14:44

Faithless are going where no dance act has gone before, by hooking up with car company Fiat to launch the world’s first ever ‘Prommercial’ on Sunday 15th August. No idea what a Prommercial is? Don’t worry, we can explain...

Times are really changing in the music scene, and with record companies no longer able to support musicians, they have to find someone else to stump up the cash. Enter smart companies like Fiat, who know that a massive act like Faithless can give them a huge amount of appeal in the modern-day marketplace.

‘But how is a dance act going to help sell cars?’ I hear you ask. Well, that’s where this Prommercial thing comes in. Basically it’s a marketing term for a combination of ‘promo’ (as in a ‘promotional music video’) and ‘commercial’ (as in the ads that turn up every five minutes on TV). Faithless have been working with Fiat to put together a 3-minute video that promotes both their new car (the Punto Evo) and the band themselves, whose members Sister Bliss and Maxi Jazz feature as characters in the story.  British readers will be able to see this video for the first time on Sunday 15th August at 9pm on Channel 4, in the ad-break for Big Brother.

Faithless commented about their new project, ‘We're always looking at new ways to get our music to different audiences and exploring new ideas. The idea of showing our latest video on TV during an ad break is a first for us or any other band.’

And to celebrate this novel partnership, Fiat are launching a special car, the ‘Feelin’ Good Punto Evo’, which comes with a free 2GB MP3 player, along with a copy of Faithless’ new album, The Dance, for anyone who takes one for a test drive before Tuesday 21st September. Anyone fancy a spin?

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